Conversion marketing is the practice of optimizing content to get visitors on your site to “convert” into customers or take another desired action. In our modern, connected world, this is a crucial step to drawing in new customers and seeing your business improve.
In the medical industry, healthcare marketing copy needs to be carefully crafted to draw in the right audience.
This guide will take you through a few steps you can take to encourage your prospective customers to take action.
Key Takeaways
- Healthcare marketing copy should use clear CTAs that direct customers to act.
- Medical suppliers need strong, streamlined websites that will work as a foundation for optimized copy.
- Businesses need to see their conversion funnel from the customer’s perspective.
5 Steps to Optimize Healthcare Marketing Copy and Increase Conversions
You need your marketing copy to be streamlined and customer focused. Whether your customers are interacting with your website, social media accounts, or even paper marketing materials, you want your copy to be user-friendly and optimized.
These 5 steps will take you through the basics of optimizing your marketing copy.
1. Understand the Basics of Conversion Marketing
Conversion marketing is a large topic. Unbounce features over 100 words in its Conversion Marketing Glossary. We are going to touch on a few of the most important terms.
- Call to Action (CTA): This is crucial to conversion. This is where you ask your audience to do something, whether that is contacting you, entering their email, or making a purchase.
- Conversion Funnel: This term refers to the path a customer takes from their first interaction with your brand until they react to your CTA. Many marketing experts talk about shortening the funnel or making it more streamlined.
- Conversion Rate: This is the percentage of people who enter the conversion funnel and end up converting at the end. For example, if 100 people read a blog post and 15 people fill out your CTA contact form at the end, your conversion rate is 15%.
- Decision Fatigue: Decision fatigue is the negative psychological reaction to having too many choices. If you give your prospects too many options, it can backfire. Have one goal with one call to action for each piece of marketing copy.
2. Prompt Conversions with Words and Design
If you want your healthcare marketing copy to be effective, you need to convince your prospective customers to respond to your CTA. One of the most important techniques for increasing conversions is using action words. These are simple words that tell your customers exactly what you want them to do:
- Contact us.
- Subscribe to our newsletter.
- Schedule an appointment.
- Follow us on social media.
Along with clear action words,you need to have a simplified design in your marketing copy. Your materials should be clean and uncluttered. This makes it easier for your potential customers to navigate your site. Another tip is to create a large, prominent CTA button with a simple message. You want to avoid causing decision fatigue with too many requests in a small space.
Look at this CTA that HubSpot uses at the top of its site. This CTA is “sticky” and follows you as you scroll down the page.
3. Build a Conversion Infrastructure
You can have the best marketing copy in the world, but if you don’t have a good place to put it, it won’t do anything for you. To see increases in conversions rates, you must have an optimized infrastructure that is designed for your customers.
The foundation of your marketing infrastructure is your website. You need an optimized design that will encourage visitors to click through multiple pages and learn more about what your company has to offer. Break down cluttered pages into standalone pages that focus on a single topic and include a prominent CTA on each page.
Another way to convert customers is through social media. You can share engaging content on various channels to reach potential customers and start conversions that lead back to your website.
4. Test Your Marketing
You have set up a beautiful new website, and crafted optimized content, but you are still not getting the conversions you want. When you hit roadblocks like this, you need to test your marketing strategies. Some of the most common conversion variables to test include the CTA buttons, images, and the copy.
Conversion marketing testing is usually one of the following types:
- A/B Testing: In A/B testing, two versions of the same content are compared against each other. Half of your audience sees the original version, while the other half sees an alternative. After a specific amount of time or a certain number of visitors, you compare the conversion rates. These tests are usually done by changing one variable, such as the position of a CTA or the CTA wording.
- Multivariate Testing: With a multivariate test, you change multiple elements at the same time – change the color of the CTA, the position, and the phrasing. Again, part of your audience will see the new version, while the rest will see the original. Multivariate tests can yield good results, but they do require more traffic.
5. Work Through Conversion from a Customer’s Perspective
To ensure you are reaching the right audience, you need to see your marketing copy from a customer’s perspective. For example, Dr. Smith works for a major hospital. She is part of the purchasing committee and is working on sourcing a new piece of equipment that your company sells. Imagine yourself in her position and try to see your website from her perspective.
- Is there a clean, streamlined landing page?
- Are the menus simple to navigate?
- Is there a prominent search box?
- Where is the CTA placed?
As you work through these questions, try to find and smooth out any potential pain points in your conversion funnel.
This video from SEMrush covers some of these tips along with a few more your company can try.
Optimize Your Healthcare Marketing Copy with Share Moving Media
With optimized marketing copy in the healthcare industry, you should see increased traffic to your site and improved conversions rates. If your company is struggling to get there on your own, Share Moving Media can help.We specialize in helping medical suppliers attract new customers with compelling and relevant content.
If you are ready for a boost in your healthcare marketing copy, Share Moving Media is here to serve you. Contact us today to get started.